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Microsoft COO Kevin Turner relayed a funny story about Apple. The Cupertino Mac maker recently called Microsoft and demanded that the software giant stop running its "Laptop Hunter" ads on TV. The ads highlight how expensive Macs are compared to PCs, and how much more choice there is in the PC market. That's a lot of chutzpah, even for Apple: Its annoying "I'm a Mac" ads have been running for years and often include inaccurate information about Windows and PCs.

Turner revealed how desperate Apple is to prevent people from realizing how much more expensive Macs are than PCs. "Two weeks ago we got a call from the Apple legal department saying, 'Hey, you need to stop running those ads, we lowered our prices,'" he said. "They took like $100 off or something. It was the greatest single phone call that I've ever taken in business."

Finally, Microsoft had gotten to Apple. "I did cartwheels down the hallway," Turner continued. "At first I said, 'Is this a joke? Who are you?' We're just going to keep running them and running them and running them."

Turner noted that the ads work because they're the truth. He talked about reading an ad for an electronics retailer in the newspaper this past Sunday and examining the prices for different computers. "You can get a 13.3” Macbook for $1,199 from that retailer," he said. "Guess what? [From] that same retailer, you can get a PC with more RAM, a bigger hard drive, and almost a three-inch bigger screen for $649. This is...the Apple Tax."